Cohorts with teeth

Seven considerations for defining the segments you make content for.

Gary Vaynerchuk's framework, from Day Trading Attention, pp. 46 to 123.

Define cohorts with teeth
Choose specific segments by age, place and interest rather than broad buckets.
Think of cohorts like an accordion
Add, remove and adjust segments as comments and analytics show who responds.
Consider the business objectives
Double down on segments that already buy and add ones you need to grow into.
Define a high volume of cohorts
Make many segments so each piece of content can be sharper and more relevant.
Let creative hit multiple cohorts
Treat cohort labels as hypotheses and do not be crippled when content fits several.
Consider but do not overthink media addressability
Remember that platforms may serve your ads to better segments than the ones you targeted.
Consider subcultures, life stage and psychographics
Use affinities, life stages and cultural trends as well as demographics.

From chapter: Part 3: The Core Variables, pp. 46–123

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